Suchergebnisse

This article argues that the mainstream public sphere needs to provide a more accurate portrayal of public opinion on race and immigration. British newspapers are often accused of racism: that they might be representing the views of many of their readers is dismissed. The free circulation of ideas, however unpalatable some might be to 'enlightened' thought, is essential. The press can play a key role in a more inclusive public debate by allowing readers' views greater prominence and by opening their news and comment pages to a wider range of opinion. Concerns that readers will be seduced by extremism say more about elite perceptions of the malleability of the masses than about concern for democratic debate.

Contemporary politics has become dominated by the use of marketing strategies, techniques and principles. An academic literature has emerged in response to these empirical trends. Much of this literature is grounded in management marketing theory, and the contention of this article is that while this may provide a useful heuristic device, the models of political behaviour it proposes are seriously flawed by their assumptions of a passive or neutral role for the media. The intention here is, first, to restore agency to the media. This is achieved by highlighting their influence in shaping the political message, rather than simply disseminating it as implied by the management marketing models. Second, we draw attention to some of the key democratic implications of applying marketing to the practice of politics and highlight the potential role of the media as agents providing a corrective function to the democratic deficits we identify.